Straight2Market: Your route from foodtech pilot to European retail shelf [Sponsored]
![Straight2Market: Your route from foodtech pilot to European retail shelf [Sponsored]](/_next/image?url=%2Fapi%2Fnews-images%2F1620.webp&w=3840&q=75)
European food retail is undergoing a transformation, driven by AI and a growing emphasis on sustainability. This shift creates opportunities for startups developing innovative solutions, from AI-powered demand forecasting to sustainable supply chains. The market demands measurable impact and return on investment, which means startups need to navigate a complex landscape to succeed. The Straight2Market (S2M) program, led by EIT Food, is designed to help agritech startups commercialize their products. The program offers financial support of up to €30,000 to develop a Minimum Viable Product (MVP) and run proof-of-concept pilots with major European retailers. S2M supports startups and also provides retailers with access to innovative, sustainability-focused solutions. S2M has already supported 15 startups in 2025, connecting them with major retailers like Eroski, Migros, Ametller Origen, and Sonae. Participating startups receive funding to refine their technologies, while retailers gain support for in-store modifications to commercialize the products. This approach aims to accelerate innovation in the food industry, benefiting both startups and established retailers. The program highlights the importance of open innovation and partnerships between startups and established retailers to foster change within the European food market. Startups like Triwuu, Remolonas, and Iztueta have already participated, showcasing how digital solutions can improve sustainability and efficiency.
Curated and translated by Europe Digital for our multilingual European audience.
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